Topic

Ecommerce

A collection of 23 issues

Is it time for a complexity audit?

If you’re struggling with complexity and are finding yourself endlessly tweaking and fiddling with things—but unsure what’s really going to make a difference—perhaps it’s time to assess the complexity of your business to see where you can rebase to the simplest foundations to build upon.

Why your Shopify BFCM sales data is probably wrong when compared to last year

25–28 November 2022 is the Friday through Monday following Thanksgiving—or BFCM. 25–28 November 2021 is Thursday through Sunday—an entire day short of BFCM!

DTC has replaced “the middle-man” with numerous other costs—and it’s arguably more expensive and less effective than traditional distribution channels

Most new (and many well-established) direct-to-consumer brands grossly underestimate how challenging and expensive it is to find and acquire good customers.

Is your ecommerce growth stifled by technical debt and in need of a rebase?

It’s time to rebase when you’re paralyzed by technical debt, your team are frustrated because you can’t make changes you feel should be so easy, you need developers to do the simplest things, and you’re spending more time discussing minutiae than strategizing and implementing impactful initiatives.

Do you really want more features—or, do you actually want to achieve objectives?

If we rephrase “requirements” as goals and objectives, we will see leaner, more nimble projects that move faster, cost less money and headspace, and lead to more impactful and successful outcomes.

Growing faster and more sustainably on Shopify by adopting a “low-code mentality”

Despite all the best intentions, meticulous discovery, thoughtful design, and careful planning, how many ecommerce brands find themselves 6–12 months after launch of a new or refreshed site in a spiraling cycle of technical debt and increasing maintenance overhead?

A low-code experiment: using Retool to bulk identify and fix product issues in Shopify

Identifying and fixing issues with product data on large-inventory Shopify stores is time-consuming. This is an experiment to see what can be done by stitching together open-source or freemium tools using no-code or low-code principles.

Connecting marketing initiatives between the physical and virtual worlds

I am often surprised that so many brands send out direct mailers with no easy link between the physical and virtual experience—and no clear call-to-action or incentive to make a purchase.

Sustainable ecommerce growth has a complexity problem

We need to get back to basics. We need to have a relentless focus on simplicity—on foundational best-practices. We need to eliminate as many of the moving parts as possible to make it easier to diagnose problems and easier to identify the squeaky wheel or where to apply the grease.

What are the foundational first-principles of DTC ecommerce growth?

I’m working on a hypothesis exploring the foundational first-principles of DTC ecommerce growth—and I’d love some feedback.